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Outside-In Marketing: Using Big Data to Guide Your Content Marketing
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Outside-In Marketing: Using Big Data to Guide Your Content Marketing

really liked it 4.00  ·  Rating details ·  3 ratings  ·  2 reviews
Marketing has always been about "me": my brand, my product, my company. But "inside-out" marketing no longer works: your customers simply won't tolerate it anymore. You need to transform your marketing to "outside in." Every message you deliver must engage, fascinate, and motivate the right audiences, because you start and finish with what they already care about. Your mar ...more
Paperback, 208 pages
Published April 30th 2016 by IBM Press
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Bryson Meunier
May 11, 2016 rated it liked it
Shelves: business, seo
Relevance, Audience and Search by James Mathewson is one of my favorite SEO and web writing books, and I've bought multiple copies of it over the years for team members and myself. The principles in it allowed me to better articulate the change in digital marketing that I had been seeing over the years and distill that into a keyword research and audience segmentation product for the agency I worked for at the time. I still recommend it to SEOs I know, even six years after its original publicati ...more
Chris Abraham
This is an interesting book because it's written by enterprise-level Search Engine Marketing (SEM) geniuses. They eat big data for breakfast every day.

What they've learned is that too many companies are spending all of their time and treasure following UI and UX trends and redesigning their sites based on the whims of creative directors and not nearly enough resources on using big data to sort out what's working on your site and doing more of that.

Too many agencies are recommending throwing th
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